The Marketing Strategy Of The Private-owned Company

The private-owned company has been developed very fast during the past 30 years of Chinese reform and open to the world. The private-owned company became the important department to Chinese economy. The promotion role will be more important and obvious with better policy of country's support and effective management of the private-owned as well as the competitive environment.Qingdao Craftworks Co., Ltd, one of the largest candle manufacturers in China, was founded in the beginning of 1990's. In past decades, candle business experience a very fast growing with a rate at 10% annually. Qingdao Craftworks Company enjoyed a great success. The success of Qingdao Craftworks Company has demonstrated the development of Chinese private enterprise.The company faces a great opportunity for development. However, it also endures many challenges. Firstly, the management becomes more and more complicated as company grows. Secondly, the competition becomes more and more severe. Thirdly, anti-dumping issues on China candle imports in US will cause much difficult in China candle exports. A good and smart market strategy is very important for the future development and prosperity of the company.This lecture focuses on the obvious problems and relevant market strategy of private-owned company. Qingdao Craftworks Company is a sample company to find it's market strategy plan and fulfilling steps. The lecture is divided to 5 chapters. Chapter I introduces the backdrop, meaning, method, main problems, specific object and innovation items. Chapter II generalizes the research theory on market strategy. Chapter III analyzes the current condition and main problems of Qingdao Craftworks Company. Chapter IV analyzes the environment of the company, stake-holder condition, competition system, applying the SWOT model to outlines the business strategy for the company. Chapter V outlines the specific steps to fulfill the market strategy.